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Punch Drunk Marketing

In an era of greater enlightenment and awareness of social and gender divides, BrewDog's launch of a pink labelled drink aimed specifically at the women's market is either a massive mistake or a stroke of marketing genius. It is fair to say that opinions are divided about the product but then this is surely what it was meant to do. The company state that they are using the product to draw attention to gender inequality and its launch closely coincides with International Women's Day on 8th March. With a percentage of the profits from each sale being donated to women's causes, is this a good example of ethical marketing and social responsibility or more a case of a company exploiting the situation for their own cynical gains? [Click on image to read full article]

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